IQOS Overtakes Marlboro in Sales by End of 2023

PMI by 2FIRSTS.ai

Feb.20.2024

IQOS Overtakes Marlboro in Sales by End of 2023

PMI's smokeless product IQOS surpasses Marlboro sales by the end of 2023, with total users reaching 28.6 million.

According to Betterretailing, Philip Morris International (PMI) has revealed that sales of its heated tobacco device IQOS surpassed those of the cigarette brand Marlboro by the end of 2023.

By the end of 2023, the total number of IQOS users reached 28.6 million, an increase of 3.7 million from December 2022. The company's smoke-free products also include vape products and oral smokeless products like Zyn, accounting for nearly 40% of the company's net revenue in the fourth quarter.

PMI Chief Executive Officer Jacek Olczak stated:

We are pleased that smoke-free products accounted for nearly 40% of the company's total net revenue and gross profit in the fourth quarter. This was mainly due to the continued growth of IQOS, which now has surpassed Marlboro in net revenue.

References:

[1] Iqos net revenues surpass Marlboro

Also Read:

[1] Counsellor: PMI-BAT Agreement to Reshape Competition with Mounting Pressure for Chinese E-cig Companies

[2] PMI and BAT Resolve Intellectual Property Dispute

[3] Investment Firms Increase Holdings in PMI

[4] PMI Launches New IQOS Display Area at Kansai International Airport

#Europe #Market #Switzerland #Heated tobacco products

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

Copyright

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

Melaka Cracks Down on Unlicensed Vape Retailers with Fines and Seizures

Melaka’s local authorities are intensifying enforcement against unlicensed e-cigarette retailers by issuing notices, imposing fines, and seizing illegal products. State executive councillor Datuk Ngwe Hee Sem said only premises meeting the required conditions will be granted trading licences under the Licensing of Trades (Local Authorities) By-Laws 2010.

Dec.10 by 2FIRSTS.ai

Special Report｜ Vuse Gains as U.S. Cracks Down on Illegal Vapes, But a $590 Million China Export Shadow Looms

The payoff is here: BAT’s Vuse has seized a rare regulatory vacuum to reverse its U.S. slide, capitalizing on a crackdown that seemingly compressed the illicit market to 54%. But the victory is fragile. A record $590 million export shock in October signals the gray market is striking back—pitting a fleeting compliance dividend against a massive inventory wall.

BAT

Dec.09

Vietnam Passes Amended Investment Law Banning E-Cigarette and Heated Tobacco Businesses

On December 11, 2025, Vietnam’s National Assembly passed the amended Investment Law, officially banning investment and business activities related to e-cigarettes and heated tobacco products. The new law also adds several high-risk and socially sensitive sectors to the list of prohibited business activities, including narcotics, wildlife trade, human organs and embryos, sex work, human cloning, fireworks, debt collection, and trade of national treasures.

Dec.11 by 2FIRSTS.ai

Wisconsin Fines Vape Retailers Nearly $13 Million for Selling Unapproved Products